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ANA: Print Media Sells Itself Short

NEW YORK Sixty-seven percent of marketers surveyed by the Association of National Advertisers said newspapers and magazines could do a better job of selling themselves against other media, especially television.

These and other findings from the ANA survey were unveiled this week during the organization’s annual Print Advertising Forum held at the Plaza Hotel in New York.

Marketers said the three greatest threats to the continued viability of magazines and newspapers are: the Internet as an alternative source of information; the decline of audience and circulation numbers; and the overall clutter of advertising.

“These findings echo recently published data that indicate television advertising is not very effective for certain types of brands,” said Bob Liodice, president and chief executive of the ANA, in a statement. “Taken together, they demonstrate there is a clear opportunity for newspapers and magazines to deliver more effective metrics to better understand print audiences, readership and its impact on ROI.”

The survey also revealed that 52 percent of respondents believe their overall advertising budgets will increase this year. Even so, 42 percent of respondents said they would be increasing their magazine ad budgets, while 22 percent will decrease spending on newspaper ads.